Apple Computer, known for its trendsetting technology, finds itself in the uncomfortable position of being labeled a follower – or worse, a rip-off artist – over a new ad campaign.

Apple’s new ad featuring rapper Eminem, set to his hit “Lose Yourself,” is under scrutiny after some keen ad watchers suggested it bears a startling resemblance to an earlier commercial for Lugz boots.

Both ads show hip-hop figures dancing in silhouette against an orange-hued, urban backdrop with plenty of graffiti. There are some differences worth noting as well, such as the dancing styles and music.

Madison Avenue execs are quick to point out that many campaigns build or borrow from each other, and few ideas are truly original.

With a reputation for innovation and the famous slogan “Think Different,” however, Apple is often held to a higher and, some might say, unfair standard.

The 4-year-old Lugz ad was created by New York animation house Psyop on behalf of another ad agency.

The Apple spot, developed by the computer maker’s longtime agency TBWA, was introduced last week by Apple Chief Executive Steve Jobs at an industry gathering to launch the new video iPod.

“To my eye, the similarities are painfully close, and it’s unfortunate that such a prestigious client buys into such re-used stuff,” one observer, who goes by the cheeky name “think similar,” wrote on the blog Ad- freak.com.

TBWA referred calls to Apple. A spokesman for Apple declined to comment on the ads.

Justin Booth-Clibborn, executive producer for Psyop, said his firm has endured its share of copycats and there are no plans to “make waves.” Still, he admits that even he was struck by the similarities.

“Of all the times that things look like our work, it is the most strikingly similar,” he said.